Design a great tracking plan in one week

5 Days


Cohort-based Course

Insufficient data or too many events is a design problem, not an implementation problem. You get the correct data by tracking 20 core events

Course overview

Get the right data with the right event design

Technically customer event tracking is extremely easy. It’s often just one line of code.

But this makes it easy to track too many events without a clear structure. Everything you track should help you to improve product and customer experience.

Who is this course for


Founders who want to track customer growth and product adoption with high-quality data and quick implementation


Engineers who have zero motivation to implement 30+ events and would love to better focus on getting reliable core data.


Marketeers who are sick of broken journey funnels and can't analyze the performance of their marketing activities across the full journey.

Here is what you get after the week

A tracking plan design for your customer, product, and interaction data

You can design your tracking plan to make sure you cover the essential customer activities, product feature usage, and a smart way to track UX interactions.

An implementation plan for your tracking design

Having a tracking plan is great but you want the data flowing in. You will get a clear plan for tracking implementation. You will also know how to stitch user identities across all touchpoints.

Powerful arguments to sell the benefits of a good tracking plan internally

Often you need a buy-in to work on the tracking setup since it involves development resources. You will learn strong benefits and why it makes sense to invest this time.

Meet your instructor

Timo Dechau

Timo Dechau

I was designing tracking setups for over 10 years but they were often hard to implement and still, teams were struggling to get value out of their data. This was because we designed them by looking at how people were interacting with websites and products.

So at some point, I flipped the approach and started with mapping how businesses are working and how customers experience the product on a milestone level. The tracking plans based on that changed two things significantly:

  • less events to implement and monitor
  • easier analysis since all events can measure the business growth and the customer's journey to value.
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Course syllabus


Learn how to apply the Three-layer event schema framework

We work with three layers of event data to focus on suitable events. We are going from a high-level customer focus down to a granular interaction focus.


Cluster your events by using the Entity & Activity Model

Define your customer and product entities first. They define the scope you want to look at your data. Then explain the activities of these entities and, finally, their properties.


Map the journey from your customer's problem to your value

Learn how to effectively map your customer journey and identify & design the core entities of your business product. These entities will help you to focus your activities and cluster the data to make it easy to access and understand.


How to track product features and adoption

Getting data for product usage and adoption is not easy. You need to adopt the right abstraction level to not gather granular data. For product adoption, you need to combine different product activities into measuring value milestones or successful sessions.


How to unlock the superpower of event properties

While activities will help you understand how customers are progressing, the properties give you depth to analyze.

With properties, you can slice and dice the data to identify high-performance segments and the segments you can help to progress. And gives you powerful segments for marketing activities.


How to track user interaction

How much value is in knowing how users are using small parts of a feature (filters, sorting, icons)? For the big picture not much. For teams working on improving these features a lot. But these events need a good structure so they don't ruin your tracking plan and setup.

Course schedule

6-8 hours per week
  • Monday, Wednesday and Friday

    12:00 pm - 2:00 pm PST

    I want you to create your own event tracking plan after just one week. So no time to lose. We meet three times a week for a live session to work on the tracking design.

  • Weekly project

    2 hours per week

    You will work on designing a tracking plan with entities, activities, and the right properties - so that by the end of the week, you have the v1 of your event data and know how you can implement it.

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
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Design a great tracking plan in one week


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